THURSDAY 22 MAR 2018 3:00 PM


If you thought drinks and spectating sports go together, you were right. Fever-Tree, a mixer and alcoholic spirits brand, is collaborating with the Lawn Tennis Association (LTA) as the official title-sponsor of the Fever-Tree Championships.

The high-status grass tennis tournament held at the Queen’s Club, London, will have three of the world’s top ranked players competing against each other. They will be joining Andy Murray, a five-time winner of the tournament that will be making his comeback, and current British number one Kyle Edmund.

Regarding the partnership, Tim Warrillow, chief executive of Fever-Tree, says, “The launch of the Fever-Tree Championships marks an exciting and historic moment for Fever-Tree. The annual tournament at the Queen’s Club is already a very prestigious British sporting event and this partnership perfectly reflects our values as a premium brand, celebrating a great summer of sport.”

LTA, a national governing body for tennis in the UK, aims at increasing the popularity of the sport and encouraging people to play it more often, an effort this tournament promises to enhance. To further establish its importance, the tournament will be broadcast by BBC television, radio and online, by Amazon Prime Video for the first time and worldwide in more than 40 countries.

Scott Lloyd, chief executive of the LTA, says, “We are delighted that Fever-Tree has partnered with one of the most popular events in the summer sporting calendar. This is a significant and exciting brand association for British Tennis and marks a new chapter in the event’s history.”

As the Queen’s Club tournament and Fever-Tree share the same values about the sport, the partnership was naturally the next step for both British brands. To mark the beginning of their partnership, a special edition ‘Championship G&T’ will be sold exclusively at the event.

Stephen Farrow, tournament director of the Fever-Tree Championships, says, “This is fantastic news. Fever-Tree is a perfect fit for us - a premium brand known for quality. As the Fever-Tree Championships, we will be looking to build and improve the tournament experience still further for players, ticket-holders, media and everyone involved with the event.”

This is the first time Fever-Tree has ever been involved with sponsorships for big sporting events. The Fever-Tree Championships will be the start of a summer filled with sport events such as St Lords, the Oval, the Open Golf and Lendy Cowes Week.

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